**Until recently mobile devices were often overlooked by marketing managers in favour of online campaigns or traditional paper-based direct marketing. However, brands, ad agencies and telecoms operators are increasingly using mobile as part of their customer relationship management (CRM) strategy. ** The rapid growth in smartphones spurred by the iPhone, Windows Mobile and Android has given mobile marketing a major boost. The latest devices offer fast and easy web access, often with flat-rate charges. This has sparked a flurry of development in a range of formats, including thousands of mobile apps, as well as in music content, search and social media.
The latest handsets can add location and web browsing behaviour to the streams of customer data, such as call statistics and purchasing behaviour, that mobiles already generate. This data can be harvested or saved to improve customer service and increase sales from existing customers. In theory, the more a company knows about its customers, the better it can match communication to behaviour.
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